基于随机效用模型的在线消费者状态依赖效应

上海交通大学学报（自然版）

基于随机效用模型的在线消费者状态依赖效应

陈洁，杨升荣

（上海交通大学安泰经济与管理学院，上海 200052）

收稿日期:2009-03-08 修回日期:1900-01-01 出版日期:2010-03-30 发布日期:2010-03-30

Research on the State Dependence Effect of Online Consumer Based on Random Utility Model

CHEN Jie,YANG Shengrong

(Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai 200052, China)

Received:2009-03-08 Revised:1900-01-01 Online:2010-03-30 Published:2010-03-30

摘要/Abstract

摘要： 为描述在线渠道消费者状态依赖效应，构建了品牌选择的随机效用模型，并应用该模型对中国某网上商城的消费者实际消费行为的面板数据进行了实证分析.结果表明，在线消费者品牌选择存在显著的状态依赖效应，它是品牌忠诚和包装忠诚共同作用的结果.揭示网上商城应尽可能发挥在线渠道的灵活性，采用各种机会促使消费者接触产品，激发重复购买.

关键词: 状态依赖, 在线消费者, 面板数据, 随机效用模型

Abstract: This paper built a random utility brand choice model to describe the state dependence of online consumers. Then the model was applied to analyze actual online consumer panel data. The results show that online consumers have very strong state dependence effect. This state dependence can be taken as brand loyalty and size loyalty. So online etailer should exert as much as possible the flexibility of online channels, using a variety of opportunities for consumers to access products, attracting consumers to make repeat purchase.

中图分类号:

F713.36

陈洁，杨升荣. 基于随机效用模型的在线消费者状态依赖效应[J]. 上海交通大学学报（自然版）.

CHEN Jie,YANG Shengrong. Research on the State Dependence Effect of Online Consumer Based on Random Utility Model [J]. Journal of Shanghai Jiaotong University.